Pet Food - Europe - July 2010
Key European pet food markets have been characterised by increasing product segmentation in recent years, which has helped maintain value growth in spite of an economic recession. Product offer has become highly sophisticated with cat and dog food tailored according to the pet’s age, gender, breed, health and lifestyle. Consequently, functionality has been the main buzzword in recent product innovation, alongside naturalness.
Pet owners increasingly look for products that have been manufactured without artificial additives, preservatives and colourants; in order to provide their cats and dogs with a healthier diet. Pets are also increasingly pampered, with manufacturers introducing a rapidly growing range of premium meals based on gourmet recipes.
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